Yves Pilet Consultancy
Employer brand management


Posting job offers in 2018 that work

As the labor market is tightening due to economic growth, it's harder for companies to attract new employees. The days of 'post and pray' are long gone and positioning oneself as an attractive employer is the first crucial step. Next up is describing who you need for your workforce as describing it in the right format of a job opening. Most employers today still start with a ton of demands regarding level of education, function specific expertise and - in some cases - poor primary and secondary terms of employment.

However, job offers that are posted along these guidelines don't work in 2018. Nowadays, employees want to know what kind of organisation they're possibly going to work for and look for the right culture that fits their personal brand. So when you're thinking about formulating your job offers, please use the following 5 tips as guidelines to make sure you'll be able to land the right employees for your organisation:

Tip #1: training before recruiting
Your current employees know what you as an organisation stands for, want to achieve and how the game is played. So why not first take a look at your excisting employees? I'm sure you'll have some real gems insight your organisation who are currently not using all of their potential. And who's fault is that. Just theirs or are you part of the blame as well? Open up, talk to them and offer them the right set of tools like training and coaching to improve their talent. Remember, training before recruiting. Especially in times like these where the war on talent is on.

Tip #2: focus on competencies
In today's society we, as employers, are focused too much on level of education, experience in a sector or with a certain company and especially a specific function. As functions as changing as rapidly as organisations (due to the necessary increase of adaptability of organisations) it's much smarter to focus on competencies of employees. Instead of describing which job requirements are demanded, describe which competencies you prefer in a job description (based on your employer brand). Even though gold is not always attainable, silver or bronze is also good enough: maybe an employee might not tick all of the boxes, some competencies can be learned in the near future (due to training and proper steering).

Tip #3: differentiate per department
If your organisation has more than one department, make sure you emphasize specific values that are relevant for the department you're recruiting for. Each department has his own unique soul and characteristics. As a consequence, they attract different kind of people. So make sure when you start with your job description you first describe the company culture, then the department as such, followed by the competencies necessary to fulfill the job.

Tip #4: use formal job functions
Avoid using 'original' function names like Ninja, PHP wizard or Helicopter manager. It's unclear what potential employees should expect. Even though the requirements or competencies are similar to existing functions, job searchers browse by title first and if it doesn't ring a bell at a first glance, they think: next! Another huge disadvantage is that vacancy bots, like the ones used by Indeed, LinkedIn, Google and Monsterboard, can't classify these function names properly so potential employees looking for your job description can get lost.

Tip #5: welcome new employees accordingly
When you do hire the applicant that fits your profile, don't blow it. Use a proper culture-based introduction based on employer brand research where you emphasize the values you consider important. For instance, if you've defined the value 'innovative' as part of your EVP, think about an innovative way to welcome your latest employee to the organisation. Don't just send them their laptop, mobile phone and flowers on day one, but hire a crew to do a surprise interview on location and post it online.

Please use the five tips are general guidelines for your job description. But remember to first determine what you as an employer want to stand for so potential employees know who you are, before you start to communicate via job descriptions. Best of luck with your recruitment efforts!


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